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Brand Strategy. Creative Excellence.

Writing

AI Is Over-Delivering. That's the Problem.

AI can generate a Hollywood action scene from a sentence — all spectacle, no story. That feels like generosity. It's actually the oldest trap in design: mistaking more for better. The job was never adding. It was knowing what to take away.

How I Automated My 100 Influences With n8n

My brain is not a filing cabinet — it's a compost heap. Pinterest is where most of the composting happens. I wanted the good bits on my own site, updating itself, with no CMS to open and no fuss in between.

Speak Softly and Carry a Big Stick

Most freelancers don't carry a big stick. They speak softly—politely, professionally, patiently—and when someone decides not to pay, they've got nothing behind the words except frustration. Over half of all freelancers have experienced non-payment. Hope is not a business strategy.

The performance isn't free. It never was.

For anyone who hasn't come across the term: masking is the thing neurodivergent people do when they perform neurotypical behaviour in order to fit in. You adjust your tone, your face, your volume, your eye contact, your fidgeting, your reactions — all in real time, all whilst simultaneously trying to do whatever you're actually supposed to be doing.

Controversy is not a brand strategy

Brands are built on trust, consistency, and the slow accumulation of goodwill. You can't absorb a controversy the way a politician or a rapper can, because your relationship with your audience is fundamentally different. They're not fans.

Use AI to Build Ideas That Don't Need It

I'm watching smart, talented people build their entire creative process on top of a thing they don't own, can't control, and have absolutely no guarantee will still exist in its current form in eighteen months.